A brand new future? Cool Japan and the social imaginary of the branded nation

Abstract

The Cool Japan slogan has been in circulation for ten years, and has been discussed from the points of view of popular culture and creative industries, as well as nationalism and nation-building. Studies focus mainly on Japan itself or the Japanese influence in Asia and elsewhere. This article adds another perspective by focusing on the Cool Japan project in relation to the transnationally circulating practice of nation branding. © 2013 Copyright Taylor and Francis Group, LLC.